How The Guardian in-housed its analytics to tell ‘the story of the story’

This event report explores how one news brand has refined its gathering and understanding of data to drive its content strategy across a range of platforms.

How The Guardian in-housed its analytics to tell 'the story of the story'

Joseph CliftWarc

"We love data, we use it a lot and we are fans. But we're not slaves to data. We don't worship data," said Tanya Cordrey, chief digital officer of Guardian News & Media. She was addressing an audience at Advertising Week Europe, an event held in London in March 2015.

On some metrics, The Guardian is one of news media's big success stories. Cordrey reported that the past 12 months had been an "amazing time" for the media brand, with monthly uniques hitting 120m,...

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